A1 Journal article (refereed)
'You really are a great big sister’ : parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing (2020)


Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). 'You really are a great big sister’ : parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3-4), 279-298. https://doi.org/10.1080/0267257X.2019.1708781


JYU authors or editors


Publication details

All authors or editorsReinikainen, Hanna; Munnukka, Juha; Maity, Devdeep; Luoma-aho, Vilma

Journal or seriesJournal of Marketing Management

ISSN0267-257X

eISSN1472-1376

Publication year2020

Volume36

Issue number3-4

Pages range279-298

PublisherTaylor & Francis

Publication countryUnited Kingdom

Publication languageEnglish

DOIhttps://doi.org/10.1080/0267257X.2019.1708781

Publication open accessNot open

Publication channel open access

Publication is parallel published (JYX)https://jyx.jyu.fi/handle/123456789/67273


Abstract

This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing.


Keywordssocial mediadigital marketinginfluencer marketingsocial media influencersbrandstrustbuying behaviour

Free keywordsinfluencer marketing; social media influencers; parasocial relationship; audience comments; credibility; brand trust; purchase intention


Contributing organizations


Related projects


Ministry reportingYes

Reporting Year2020

JUFO rating1


Last updated on 2024-26-03 at 09:18